Responsible gambling becomes a priority in Brazil amid rapid online betting growth
The regulation of gaming and betting in Brazil has brought order to the market. The sector supports the framework, and current metrics suggest the project has been effective, despite still being under development. With the arrival of the new rules, the debate around responsible gambling has also intensified. As the Brazilian market moves billions of reais and attracts dozens of licensed operators, the government, industry associations and companies have increased efforts to reduce risks linked to gambling addiction, protect consumers and create a safer environment for bettors.
However, this concern is not exclusive to Brazil. More mature and long-established regulated markets such as the United Kingdom, Spain and Sweden have already implemented stricter rules regarding advertising, financial limits and player protection. Brazil is now attempting to build its own regulatory model, and what makes the process particularly interesting is that this is happening while the market continues to grow rapidly, despite having been regulated for only a year and a half.
Since the government came under pressure to regulate the market, the Secretariat of Prizes and Betting (SPA), linked to the Ministry of Finance, has repeatedly stated that responsible gambling will be one of the most important pillars of Brazilian regulation. In addition, the government has also introduced measures to prevent excessive indebtedness, restrict underage access and increase transparency requirements for platforms.
Among the obligations imposed on licensed operators are user identification mechanisms, monitoring of at-risk behaviour, self-exclusion policies and the sending of alerts regarding excessive betting habits. Companies must also provide clear and easily accessible information regarding probabilities, financial losses and time spent on the platform.
Another highly important requirement is the obligation to provide consumer support channels. The idea is that users showing signs of compulsive gambling behaviour should have easier access to psychological assistance, financial guidance and control tools.
‘Responsible gambling cannot be the sole responsibility of the operator’
Joberto Porto, Chief Legal Officer at CDA Gaming, told SiGMA News that the debate around responsible gambling cannot continue to be treated as the “exclusive obligation of the operator.” According to him, although companies play an important role in user protection, responsibility should be shared among regulators, payment providers, sports bodies, technology suppliers, media companies and other stakeholders economically involved in the sector.
Perhaps Brazil’s greatest challenge today is balancing economic growth and social protection. The betting sector generates significant tax revenue, jobs, and investment, but it also raises concerns about public health, particularly among certain segments of society.
Gambling addiction, recognised by the World Health Organization (WHO) as a disorder, can create major financial, professional and family impacts on individuals. In many cases, compulsive behaviour leads to debt, social isolation, anxiety and depression. For this reason, the entire sector is discussing which measures should be adopted to avoid this scenario and the shared responsibility between government, operators and civil society.
Betting advertising comes under congressional scrutiny
In recent months, the Brazilian government has also started discussing stricter limitations regarding betting advertising. Some lawmakers support tougher rules on advertisements that promote promises of easy profit, digital influencers, and campaigns aimed at younger audiences, and are presenting Bills in Congress.
Excessive advertising has become one of the most sensitive topics within the global betting industry and one of the most discussed subjects during BIS SiGMA South America 2026. The government argues that marketing campaigns need to include clearer educational messages. Messages such as “bet responsibly” are now among the requirements for any type of betting-related advertisement.
Companies begin expanding player protection resources
However, the initiative to prevent harmful gambling behaviour and implement player protection measures is not coming only from regulatory bodies. Many companies have voluntarily expanded their user protection resources. Some platforms already offer daily, weekly and monthly deposit limits, in addition to session time restrictions.
The new temporary pause tool implemented by the regulator has also shown positive results. Users can block account access for a few hours, days or months if they identify signs of impulsive behaviour. Meanwhile, the self-exclusion option allows players to completely remove themselves from the platform for extended periods. According to data released by the SPA, more than 217,000 Brazilians requested self-exclusion during the first 40 days after the platform was launched. That figure has already surpassed 326,000 self-exclusion requests since the tool’s launch at the end of 2025. According to the federal government’s report, 73 percent of users chose indefinite blocking.
Another increasingly used feature is behavioural monitoring through artificial intelligence. Companies can identify patterns considered risky, such as sudden increases in deposits, extremely long sessions or frequent attempts to quickly recover losses. When these signals appear, some operators send preventive notifications, suggest breaks or even contact the user directly. In more advanced markets, certain platforms automatically restrict specific functionalities for users considered vulnerable.
Financial education becomes a key part of the betting debate
Another important discussion involves financial education and awareness. Several industry entities and specialised professionals support national campaigns aimed at teaching consumers about betting risks and the importance of treating gambling solely as entertainment, never as a source of income. In a LinkedIn post, Ana Gaming CEO Marco Tulio Oliveira stated that the debate around betting in Brazil often ignores broader structural problems linked to household debt. According to him, “indebtedness in Brazil is linked to low income, inflation, cost of living, low productivity and, above all, lack of financial education.”
In the same publication, Marco acknowledged that part of the user base faces gambling-related problems, but argued that the solution should not be the demonisation of the sector, but rather the strengthening of consumer protection policies. “Strengthen responsible gambling. Invest in monitoring. Create protection mechanisms. Combat the illegal market,” he wrote.
Marco Tulio also compared the current debate to discussions in other sectors, such as the alcohol industry, reinforcing the point that the focus should remain on awareness, prevention, and support for problematic cases, without turning exceptions into the rule. According to him, with proper regulation and coordinated action between government, regulators and companies, the market can generate significant tax revenue, jobs and investments for the country.
From Joberto Porto’s perspective, if education is one of the pillars of responsible gambling, it “cannot be outsourced to the operator,” especially in a scenario where the State itself collects taxes and structures public policies connected to the regulated sector.
Illegal market remains one of the sector’s biggest challenges
This cultural shift is considered fundamental in a market that grew rapidly through social media, influencers and aggressive sports advertising. Many consumers still do not fully understand concepts such as odds, return to player and risk of loss. For operators, investing in responsible gambling has also ceased being merely a regulatory obligation and has become a matter of reputational protection.
Strengthening player protection policies also helps consolidate the credibility of Brazil’s regulated market. One of the government’s objectives is to move consumers away from illegal platforms, which usually do not offer security mechanisms, control tools or user support. This is one of the arguments frequently used by the sector. Joberto also states that part of the negative perception surrounding the industry comes from the illegal market, which operates without protection mechanisms, monitoring or transparency. According to him, the industry must increase its presence in the public debate to clarify that the regulated market should not be confused with illegal operations.
Meanwhile, ANJL (National Association of Gaming and Lotteries) stated that it “supports serious initiatives focused on consumer protection and financial education.” According to the association itself, “what is unsustainable is blaming a market that followed the rules, obtained licences and paid taxes, while the real debate – regarding interest rates, credit and illegality – remains unresolved.”
To conclude, Joberto argues that responsible gambling should be treated as a “public commitment of the entire chain” and also as a condition for the economic sustainability of the sector. According to him, without a strong and legitimate regulated market, the entire iGaming ecosystem, including suppliers, affiliates and technology companies, may be affected.
This article was first published in Portuguese on 26 May 2026.
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